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SAGE Research Methods

SAGE Research Methods Video: Market Research

Coming January 2020!

SAGE Research Methods

Launching in 2020, the newest collection of streaming video will cover a range of essential qualitative, quantitative, and mixed methods for data collection and analysis for successful market research. Like other video collections on SAGE Research Methods, it will include several video types including expert interviews, tutorials, in-practice videos, video case studies, documentaries, and lectures. The SAGE Research Methods Video: Market Research collection will offer videos at different levels of complexity, so users with no research experience through to those who have an established methods and statistics fluency will find something suited for them.

Teaching faculty will appreciate the platform tools included with all of our video collections, including the ability to create custom clips, add videos to lists to share with students, and embed videos in their course management systems.

Videos will cover a range of topics, from the perspectives of experienced academics, and industry professionals, including: 


General Market Research

  • What is market research?
  • Steps of the market research process
  • Understanding customer needs & insight
  • Ethics in market research

Planning & Research Design

  • Defining a market research problem
  • Research design & types of research
  • Selecting a methodology & method of data collection
  • Defining research questions & hypotheses
  • Survey design

Data Collection

  • Secondary data: desk research; marketing databases
  • Quantitative data collection: survey sampling; survey response rates; field methods; observation
  • Qualitative data collection: focus groups; interviewing; ethnography

Data Analysis

  • Analysing quantitative data
  • Analysing qualitative data
  • Mixed methods

Writing Up & Presenting Market Research

  • Drawing conclusions & making recommendations
  • Writing a market research report
  • Data visualization
  • Presenting the report
  • Translating findings into actions